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Nars Enters Kim Kardashian’s Mobile Game

Players of Kim Kardashian: Hollywood can create makeup looks within the game and click through it to a Nars web site to buy the items that created them.

Nars is the newest member of the Kardashian crew.

Starting this week, it is the first beauty brand incorporated into the mobile game Kim Kardashian: Hollywood, joining Judith Leiber Couture, Karl Lagerfeld, Balmain Paris and app Spring in the digital fame and reputation competition. A Nars makeup section within the game allows players to choose from three lip, and three blush and eye combination looks, and directs them to a Nars’ web site where they can purchase the makeup items that created the looks, including Orgasm Blush, Audacious Mascara, and Audacious Lipstick in Liv and Raquel.

“We approached Nars with the idea to integrate the brand into Kim Kardashian: Hollywood. We viewed them as a very refined and luxurious brand that would resonate with players,” said Niccolo de Masi, chairman and chief executive officer of the game’s maker Glu Mobile. “The addition of new beauty items was something players have been requesting for a while.”

De Masi emphasized Glu Mobile works hard to avoid awkwardness or play disruption from inserting brands or products inside its games. As a result, he pointed out that, on Kim Kardashian: Hollywood, there have been increases in the time players spend within the game when brands are being actively promoted.

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“A seamless brand integration requires tremendous attention to detail. We strive to make the look and feel of products fit the brand’s aesthetic, while keeping true to the Kim Kardashian: Hollywood experience,” de Masi said. “We’ve received really positive feedback from players about all brand integrations thus far. That’s largely because they’re layered into the game very organically, it’s not overt and we don’t put anything into the game that doesn’t fit.”

Launched in 2014, Kim Kardashian: Hollywood is Glu Mobile’s most successful game to date. It’s racked up more than 45 million downloads and generated $157.8 million in revenue through March 31.